Transcript

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Preface
This Project is a part of 1203302 Project Feasibility Study and Evaluation Course in
the second semester of 2011. In this project is studying the feasibility of Massage for
treatment business in Chiang Rai, which is include generally of treatment massage business,
management in business, competition analysis and marketing feasibility, the process in
treatment massage business, the financial feasibility of treatment massage business, and risk
of treatment business.
This project makes everyone who interested to get knowledge and information about
treatment massage business before make decision to investment, including
preoperational process and operation process of treatment massage business, for the benefit to
investment and profit of doing this treatment massage business.
We expect that our project will provide benefit more and more interested person,
moreover, if they are any error in this project or whatever, our ground made an apology at
this opportunity.
Group members
Ms. Wasucha Jaturapornchatchai
Mr. Sukrit
Atsuthi
MS. Jiraporn Sarasuwan
Ms. Pattana
Chimpalee
Ms. Kingtean Kratumnud
Mr. santi
Jaroensusombat
Mr. Atiwan
Sangcom
Ms. Orapan
Kaewpradub

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1.1 Background and Significance of the Project
Thai massage is the best knowledge of Thailand. It has many histories, tradition of
Thai people at a long time. It has most important of Thai medicine such as therapy from the
pass until now. Thai massage is cultural and the way of life that Thai people use to take care
in their family. Back to King Rama 1, he would inscribe about Thai massage for general
people who study on it. This is make “we are authority of traditional massage” of Thailand
(2009, Yes Spa (Thailand) Company Limited). Next to King Rama 5, royal create Sirirat
Hospitality, it has a course of Thai medicine and makes the textbook of Thai medicine
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In that time most of people have a lot of problems about aches and serious. Thai
massage is high quality to cure customer. Most of customer will come to relax 40.9%, for test
4.55%, health care 17.04%, concern of Thai tradition 4.55%, introduce by friend 7.95%,
therapy 22.73%, and each 2.27%. From sex separate by male 48% and female 52%. From age
separate by 21-30 year old 56%, 31-40 year old 16%, 41-50 year old 24%, and more than 50
year old 4%. From average of income separate by less than 10,000 bath 50%, 10,001-20,000
bath 26%, 20,001-30,000 bath 16%, 30,001-40,000 bath 4%, 40,001-50,000 bath 0%, more
than 50,000 bath 4%
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Chiang Rai province has total population of 1,198,218 people (2010, Department of
Local Administration). So Chiang Rai is slow down, but cannot effect to this business.
Because Thai massage business use process about nature and herd to medicine, this is good
for heal and low price to use this service. Customer will relax when they use this service and
can get this service whatever they want. For this our business name is Kasalong Thai
massage. We will show strength about Thai culture to provide Thai people and foreigner. For
Thai people we will let them close with nature to make them forget their pain and serious. For
foreigner we will contract with travel agency in Chiang Rai to make promotion on travel trip,
we will make foreigner understand about Thai tradition and Thai medicine that their ever
seen. For staff we will provide who have knowledge to professional and have bachelor degree
about Thai medicine only. Rim Kok is river side and the best located in this province so this
is the suitable place for us to launch our company in order to attack our customers, near water
and nature, and it is the center of economic in Chiang Rai. Many of customers always come
to travel, spend their money at this place especially in festival period, and tourism industry in
Chiang Rai. There are GPP Market Prices 43,586 million baths. People have high costs of

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living so they will have power purchase to spend their money for relaxation. Because they
have revenue per capita 34,287 baths (2006, The Office of the Maritime Promotion
Commission Chiang rai), there are many attractions that can attract lot of tourists in each
year. It is not surprising that Thai massage business will grow hostile to the economic
slowdown and the health become a factor in life already. Therefore, no matter that the
economy will not work, people still would be concern about health, and Thai massage to be a
best choice for them.
From these reasons, allowing the group members interested to study the possibility of
Thai massage business in Chiang Rai. We will make process to do this business will be
successful.
1.2 Project objectives
 To study about to do the good project.
 To analysis about marketing of this project such as economics, risk, opportunity,
customer, and the competitor.
 To learn about techniques of Thai massage think it real and make it possible for to do
business success.
 To evaluates the business practices in the various area.
 To Summary of the feasibility of Thai massage business.
1.3 Benefits of project
 To study about Thai massage business.
 To study about marketing and financing of Thai massage business.
 To study about the technical and management process of Thai massages business.
 To study about competitor of Thai massage in Chiang Rai.
 To understand about customer behavior in Chiang Rai.
 To understand about how to connect with other business such as Travel agency.
 To understand about how to approach of project case study for successful.

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2.1 Nature of Industry
Thai Traditional massage is a valuable and indigenous body of wisdom from our Thai
ancestors. It was seen that Thai massage had an important role for treatment from the past
until now. It was believed that Thai massage was originated to cure themselves within the
family, for example, husband giving massage to his wife, children giving massage to their
parents and grandparents. They gave a massage by using parts of the body such as elbows,
knees and feet to self-massage, In addition, Thai-style exercise (Rue See Dad Ton) was used
to adjust anatomy by oneself easily. Due to the fact that they had the knowledge of massage
within the family, they could give a massage to neighbors. Finally the clients or patients
trusted that Thai massage was a popular, efficient and respectable way of curing, and it
became one of the most famous occupations.
From the historical evidence on stone inscriptions, it was found that Thai massage
was used to treat some illnesses from Sukhothai period in the reign of King Ramkamheang.
However, Thai traditional medicine, especially Thai massage, was most prosperous in
Ayutthaya period in the reign of King Narai. The evidence of Lalubaire’s dispatch indicated
that the Siamese used Thai massage to cure some illnesses, to relieve pain or to give birth
easily. Rattanakosin period, Thai traditional medicine was descended from Ayutthaya period.
During the war some document and textbooks were vanished, however, a lot of folk healers
still existed in the rural area, In the reign of King Rama I, 80 statues of hermit, Thai – style
exercising and the inscription of Thai traditional massage were created at Wat Po (Medical
School) In the reign of King Rama IV, the textbooks of Thai traditional massage and
traditional medicine were reviewed and revised. After western medicine came into Thai
society in the reign of King Rama VI, Thai traditional massage had been neglected from the
royal palace. But folk massage had still an important role for villagers.
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As modern medicine became popular in the West, the practices began to make their
way to the East as well. Traditional medicine was used less and less, especially in the cities.
Although this modern medicine was able to do many things that traditional medicine could
not, it became clear that there was a downside to the use of so many chemicals. For this
reason in 1985 the Thai government launched the Thai massage revival project. By the mid
1990’s Thai massage was back in the forefront and began attracting international attention.
Now Thai massage is increasing in popularity at spas and wellness centers across the world.
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Product life cycle: Introduction : we launch in 2011 as a new of Thai massage circle
thus in earliest stage we can't be the top brand immediately thus we aim at to create the trust
to customer with the first ten members will receive free treatment for certify that we can heal
the ailments of customer. Growth: We have the masseurs that have the certificate of art for
massage that we can heal the ailment truly. Arise from our company have high capability and
from the word of mouth of customer it's affect to increase the customer member. Maturity:
When we have high member that customer will became the royalty customer so it's effect to
our company toward to most profitable stage. Decline: In the period of degenerate of building
or equipment and the masseur it's effect to decrease the customer in the future.
2.2 Situation of industry
Information from the public health of the Thai Traditional Medical Services from
2003-2008 is divided into four sectors based on annual data broken down by age group,
gender, etiology, and the service you deserve. The results showed that both females and four
males had been more than about three times the age group between 41 - 60 years followed by
60 years and less than 15 years were treated in the least. Diseases and symptoms that were
treated in the most low back pain, waist and hips, followed by a similar headache, neck and
shoulder pain, knee and foot, with only Year and the Year 2000-2002 who served in the
region was 50 percent of the dermatology service at the most, followed by massage, treatment
and rehabilitation of traditional herbs.
From the circumstances of the illness during the year 1991-2005 Office of National
Statistics found that people with medical conditions associated with respiratory disease.
Diseases of the musculoskeletal system and connective tissue disorders and gastrointestinal
system if the trends of the illnesses that people with cardiovascular illness situations it's effect
to diseases of the endocrine and neurological health (Thailand Health Profile 2004-2006:
Ministry of Health. Office of Policy and Strategy) this result, many people more pay attention
to health care. Thai massage is an alternative therapy, health, and the current trend. And from
statistics of Department of Health and the study of art from the Social Services Department of
Health have increasing of health professor of Thai massage are 528 people in year 2009 add
from year before 332 people. So the health professor up to 196 people that's the show of the
growth of this business.
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2.3 Product and Service
Product
At Kasalong massage has Lobby, bed for a massage, Chair massage, Showers and
changing rooms.
-Lobby decorated in Thai Lanna style. Customers can view the Kok River for comfort
and relaxation.
-Home for massage have 5 units. Home for massage decorated in Thai Lanna style
near Kok River.
Bed massage for 20 people.
Chair massage for 10 people.
All beds and chairs are placed facing the Kok River. Every bed and every chair has a
white curtain between the beds or chairs for privacy.
Service
-The massage divides 3 main groups.
1. The customers who have health problems such as:
-
Dejectedly pillow.
The shoulder problem.
Aches and sprains.
Paralysis.
Etc.
2. Massage with herbal ball
-
-
When customer come to massage front office greeting and invite customer
to seat and living in guest room.
Front office ark and present about service.
Front office contract with massager to serve massage to customer and set
the custom to customer. If customer chooses Thai massage and take
customer in massage house.
Massager takes the massage to customer.
Front office serve tae set to customer and take the bill to customer.
3. The customers who want foot massage for health.
The benefits of foot massage.
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To eliminate the pressure and tension on the muscle.

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Contribute to the breakdown of stress relaxation.
It is the detoxification of the skin.
To stimulate the blood circulation to all parts of body.
Stimulates the nervous system.
Adjusting the balance of the tissues.
Increase power and performance of internal organs.
Help the brain relax and sleep more easily.
To increase brain power and memory problems.
Treatment or alleviation of discomfort and illness.
- The first when a customer comes to kasalong massage. Staff will be collecting information
of customers for the safety because massage is not recommended for certain people:
Infectious skin disease, rash, or open wounds
Immediately after surgery
Immediately after chemotherapy or radiation, unless recommended by your doctor
Prone to blood clots. There is a risk of blood clots being dislodged. If you have heart
disease, check with your doctor before having a massage
Pregnant women should check with their doctor first if they are considering getting a
massage. Massage in pregnant women should be done by massage therapists who are
certified in pregnancy massage.
Massage should not be done directly over bruises, inflamed skin, unhealed wounds,
tumors, abdominal hernia, or areas of recent fractures.
-
Kasalong massage will provide free basic health check such as Measurement
of weight, Measurement of lipid levels, and Measurement of pressure.
Before massage, we offer free herbal drinks.
Customers will be given for a change of clothes before the massage.
We will have a cabinet for storage of the essence.

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3.1 Market analysis
General Environmental Analysis
Environment in genera the external factors that affect the business strategy cannot
control the environment in general Therefore the development environment itself, in general,
it is difficult to forecast accurately General environment of mutual respect. The external
factors that can affect the strategy of the business include (PEST) Politic & Legal, Economic,
Socio-cultural and Technology.
Changes and trends in environmental conditions for this topic this causes difficulties
in doing business for the higher interest rates would cause further damage to the house and
cars Environment of competition will determine the nature of competition between
businesses in the industry. The management will influence the competitive environment.
Development trends in the competitive environment will be used to predict the level of
accuracy. However, the industry has a high rate of technological change will vary greatly.

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Political Factors
Now days the government has to support about Thai massages and provide open
about Thai Massage in the hospital around the country by intend to more than 10% by specify
give the hospital administrators all of the knowledge of at least 20, ministry of health to focus
on policies to promote the use of Thai traditional medicine and alternative medicine in the
system, health services at all levels is an important policy to accelerate the implementation of
article 16 and then the rights issue, the government can issue a medicine certificate on the
field of medicine.
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Economic Factors
Now a day’s found that the people use of treatment massage increased to 47% the
numbers are very high when compared to primary medical services in the same year. Even in
a hospital in the state, the department of Thai traditional medicine it is the department that the
money is from a hospital because at this time the Thai massage is popular in group people
need to sick about body which treatment massage a better than modern medicine it do not
harm to body but modern medicine is not to body in a long time. So it makes a good for
economic of our business.
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Socio-cultural Factors
Behavior factors of customer are internal variables and external variables

Motivation - most people have sick about body and need to treatment
completely cured

Attitude - in this time people select use treatment massage more than modern
medicine because it better result

Culture - most Thai people have working about use power of body about
middle age need to treatment massage

Social class - group of people have different income or occupation, everyone
can come to services

Family - people in family are sick and need to treatment massage
Technological factors
Factors and information technology is critical to business today while routing the
development of products and services are based on the changes. Our business uses the

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technology about management in financial, system service, and management team, for data
and develops business to growth. Have a little risk when use technology management.
Customer Analysis
The target group of ours are working people, older person, and sick people want to
help about treatment, the customer to like massage for help treatment for heath and relax my
customer is the general in Chiang Rai can come to use service every time of our business.
Most are female age between 35-45 years.
Competition Analysis
Thai massage businesses in the hospitality industry is a growing business in the
future, but this business is more competitive because it is easier to do business and is already
popular with customers.
Competitor Analysis
In Chiang Rai has a lot of Thai massage and spa. They have the same service our and
price, time of massage too. But our have the different in Osteopath is having to knowledge in
Thai massage etc.
Direct Competitor
1) School of Traditional and Alternative Medicine at Chiang Rai Rajabhat
University
It is School of Chiang Rai Rajabhat University the research potential of the
indigenous ethnic groups in the health of the Upper North. The support of the National
Culture Commission (Office
of
the
National
Culture
Commission)
was studied in
depth potential of cultural. This Institute is open for study and to public come to service about
treatment and relaxes but can not to service it fully because it is a teaching institution.

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2) Mae Fah Luang University Hospital
It is Applied Thai Traditional Medicine the treatment method of Thai
massage and holisticassessment, diagnosis, treatment and prevention. Health
promotion and health in a way similar to the compression bending to retrieve the hot baking
or other means as the art of Thai massage including the use of drugs under the drug
through the process of traditional Thai medicine according to the standard. Them use
of professional services.
Thai massage treatments such as
-Headache (migraine).
-Headache, insomnia.
-Neck (pillow dejectedly).
-Shoulder pain, shoulder.
-Back for elbow pain.
-The elbow.
-Back pain (mean pain in the upper - lower).
-Knee pain.
-Ankle pain.
-Heel pain.
-Palsy, paralysis (arms, legs, face half).
-Period cramps
-in the lock.
-Hand numbness and pain in the tendon sheath coating thickness.
-Leg pain, hip tea.
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3) Chiang Rai Prachanukroh hospital
It is Applied Thai Traditional Medicine the treatment method of Thai massage,
massage therapy by with the government directly. There are Thai massage is a linear
massage is a health care by reducing the tension of the nerves, muscles and joints,
stimulate blood flow to different parts of the body
with more allows the use of pain relief such as
back
pain,
scapula-shoulder
tea-arm
pain,
dizziness, chronic leg. The main focus is health
care patients to the best of both preventive and
therapeutic rehabilitation. This hospital has the
service same to our business stress on treatment
massage and then have about relaxed massage, but our business have a good aura of
environment style art of Thai massage like Lan Na.
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Indirect Competitor
There are the competitor who compete with us by select the different
target market and the characteristic of their product and service is difference from our that
our is treatment massages but them is general massage we will know that in Chiang Rai there
are many kind of massage and spa follow;
-
Ausapron Thai Massages
This business is small shop, not have natural for
massage, and high price more than our business
but this shop same location is near Kok River.
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- Aumpron Thai Massages
This business is small shop, not have natural
for massage, location is far our but they are
same Thai Lanna style.
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- Wangcom massage
This business is small shop, not have
natural for massage and location difference
district
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3.2 STP analysis
Market segmentation- s
There are two groups of our customers, these groups comprise;
-
People who want to treatment massage.
People who want to foot massage.
Target market- T
We divided the target customers in two groups, including patients who want to get
treatment massage and who want to get foot massage.
Positioning- P
We provide the position of our product through containing as part of the tour package of
tourist companies in Chiang Rai. And we will arrange our product with hotels that are near
Rimkok river side. Our business is business for making customer’s satisfaction, so we have to
have good quality product and service. We must concern the customers are so importance for
us.
3.3 Marketing mix strategies (4P)
Market mix strategies are referred to product, price, place, and promotion. We will
arrange these parts into our business.
Product our product is services or intangible product, we have various the massage
methods, and it consists of treatment massage, and foot massage. These are our products that
attract the customers. We have good employees who have certificate paper as part of Thai
massage.
Price- we impose the middle prices of our service, the service expenses are depends on the
methods of massaging. Treatment massage, its cost about 350 baht per hour, foot massage, its
cost about 250 baht per hour.
Place- our shop located at Rimkok river side because there are convenient transportation,
there is a lot of foreign tourists who come to stay in the hotels that are near Rimkok river
side. And there is good of view and atmosphere for people who want to arrange a relaxation.

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1,300,000
1,280,000
1,260,000
1,240,000
1,220,000
Income
1,200,000
1,180,000
1,160,000
1,140,000
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Fifth year
16,000,000
14,000,000
12,000,000
year 1
10,000,000
year 2
8,000,000
6,000,000
year3
4,000,000
year4
2,000,000
year5
0
year 1
year 2
year3
year4
year5
Service for five years
Explanation: Kasalong Thai Massage has less income in the first year because we
started to have Kasalong Thai Massage, and population still not know about the
information of Kasalong Thai Massage. The first year we forecast we get the customers
about 90 Persons/day from January to December in year 1. The number of customers that
we get 90 persons/ day, we refer from interviewing the scientist in Chiang Rai hospital. In
the second year we forecast we will get customers 120 persons/day from January to
December in year 2. When our shop can get more customers, we will gain more revenue
than year 1. In the third year, Kasalond Thai Massage can support the customers 150
persons/day from January to December of year 3. When we got more customers, our shop
also gains revenue more than last year. In the fourth year, we forecast getting customers
150 persons/day from January to December of year 4. This year, Kasalong Thai Massage
will also gain revenue more than last year because there are more customers to use

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service of Kasalong Thai Massage. In the fifth year, Kasalong Thai Massage gain the
most revenues because we forecast getting customers 150 persons/day come to use
service of Kasalong Thai Massage. The reason that we forecast increasing numbers of
customers in each year because we interviewed the information of patients from the
scientist of Thai traditional medicine center of Chiang Rai hospital, she told us that the
number of patients will always increase, but there is less of staffs of Thai Massage who
will service the patients who come to take treatment.
3.5 Marketing Expenses (Sales Incentive)
The Kasalong Thai Massage has expenses as follow;
- Beverage: After massaging we will arrange some herbals for customers such as pandan
juice, ginger, tea, and etc.
- Advertisement: The Kasalong Thai Massage is advertised on its own website and
brochure and gift for welcome the customers at the store.
Conclusion
Our business is Thai massage, the reasons that we choose to do this business
because this is good for heal and low price to use this service. Customers will have healthy
when they use this service and can get this service whatever they want. And there are many
attractions that can attract lot of patients in each year. It is not surprising that Thai massage
business will grow hostile to the economic slowdown and the health become a factor in life
already. Therefore, no matter that the economy will not work, people still would be concern
about health, and Thai massage to be a best choice for them. The target markets are two
groups depend on people who want to treatment massage and who want to get foot massage.
These groups are our target customer it is Kasalong Thai massage. The product are given
convenience to customer in term of services there are two types of massage including foot
massage and treatment with compress massage. The prices are two parts it consist the price of
foot massage is about 250 baht per hour, the price of treatment with compress massage is
about 350 baht per hour. The location our business is Kok river side near the city of Chiang
Rai province there are good location, atmosphere like resort, easy to see, convenience
transportation. The promotion our business will contract with the tour company and increase
within package tour in company. The expenses to do business there are lot of many raw
materials, equipments, decoration, expenses, infrastructures, employee wages, beverage, and
advertisement expenses. So these are aggregate in Kasalong Thai Massage.

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4.1 Product
Product characteristic
The massage of our business is Thai massage style include 3 massage styles

Treatment massage

Foot massage

Massage with Thai herb ball.
Treatment Massage
Treatment Massage provides medical massage therapy
/therapeutic form specializes in medical massage therapy that is
goal-oriented, result-based, corrective therapy. Moreover, it
also focuses about you healthy of your body such as lameness,
muscle inflammation, paralysis, and stroke.
Thai Foot Massage
Thai Foot Massage is will help relieve pain or disease, because
the foot is the center of the nerve. That can convey
the disease or symptoms in the body.

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Massage with herbal ball
Massage with herbal ball have benefit of healthy such as relieve intumesce or inflame of
muscle, tendon, joint and taut of muscle and increase blood circulation get better
Step of process service

When customer come to massage front office greeting and invite customer to seat and
living in guest room.

Front office ark and present about service.

Front office contract with massager to serve massage to customer and set the custom
to customer. If customer chooses Thai massage and take customer in massage house.

Massager takes the massage to customer.

Front office serve tae set to customer and take the bill to customer.

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Pattern inside of store
1. House receptions
The inside of massage house has 6 houses. First house is house reception. There are 4
part include front office wide about 4 meter and height about 6 meter. Second part,
there is guest room about 2 rooms for contracting and consulting customer and
waiting for services. Guest room 1 is wind about 4 meters and height about 6 meters.
Guest room 2 is wind 3 meters and height about 4 meters. Third part, it is rest room
about 2 rooms. There are wide about 2 meter and height 2 meter.
6m
4m
m
6m
Front office
Guest rooms 1
Rest
room2
4m
Guest
rooms 2
Restro
om1
Door
Door
3m
2m
2m

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4.2 Cost of Investment
Pre- Operating Cost
- Billboard of Company
The billboard of company order from Mr.Blackboard Co.,Ltd. 39 Moo 10,
Nawamin Road, Soi Nawamin 153, Klong Kum, Buengkum, Bangkok. Telephone
number is 081-777-2025. Fax number is 02-9488694.The size of background for
set the font wide is about 1 meters and height 1 meter. The wood billboard is
Beautiful billboard and suitable for kasalong thai massage. The total price of
billboard, the installation and service is 7500.
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Billboard tax
Billboard of Kasalong thai massage makes by English font and pays the fee
for set company billboard. Because, the billboard use in the commercial for earn
the revenue. The size of billboard equal wide about 1 meters, height 1 meters,
wide multiple height equal to 1 square meters. Then calculate be square
centimeter equal 10,000 square centimeters. Calculate the billboard tax. The
billboard has all English fonts rate 40 Baht/500 square centimeters equal 800
Baht. Example of Thaisakol Graphic Center Co.,Ltd. Paying at Chiang Rai
provincial Administration Organization and location at 183 Moo 8, Wieng District,
Muang, Chiang Rai 57000 Telephone number 053-711499.
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Document for registration paying tax




Copy of Household Registration and personal Identification Card
VAT Registration
Certificate
License to set billboard
- Registration
Registered business organization for Thai massage.
 If service massage only will be exempt from tax. However, if the
stores are selling the other. Investors must be registered. Investors
can learn the details and approved it. The www.ismed.com.
*So Kasalong massage do not be registered.
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Table 1 Cost of Investment
No
Descript
No.
Product
Price/Unit
(baht/unit)
Total
(bath)
1
Billboard
1
7,500
7,500
2
Billboard tax
1
800
800
Total
8,300

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Cost of land
Location city of Chiang Rai.
- Property is located in Muang District, Chiang Rai. The location near
Kok river, government buildings, sports center and international airport.
The area is 25 rai 34 square wah. The price of land is 690,000 baht per 1 rai. The
conditions for transfer buyers and sellers must pay taxes equally. We can context Miss
Wanna Tel 085- 1486305 and E-mail: tr.one@hotmail.com. We need the land 2 rai.
The price of 1 rai is 690,000 baht. The total price of land is 1,380,000 baht. The tax of
transfer is 2% of cost (form www.land.co.th). The price of transfer is 27,600 baht. If
pay tax equally with seller so we pay 13,800 baht. We can pay tax at Land Office of
Chiang Rai. The location of Office of Chiang Rai is Uttarakit Road, Wieng District,
Muang, Chiang Rai. The total of land and tax of transfer is 1,393,800 baht.
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Cost of Buildings
We are building the store by order knockdown home from Mobile home at 9 / 8
Nantawan, Sanitation Road 5, Tharang, Bang Khen, and Bangkok 10220. Telephone:
0817507775. Mobile: 0817507775. Fax: 029 498 952. E-mail:
ihome1982@gmail.com or www.ihome1982.net.
The reason we chose knockdown home because knockdown home are cheaper
more than build by itself. Knockdown home are build very fast.
Knockdown home for massage have 5 units and knockdown home for receptions
have 1 unit.
Detail of house massage.
- Semi-detached.
- The size of house 3x4-meter 1 units.
- The size of house 4x6-meter 1 units.
- The window long.
- Platform high 2 meter.
- A terrace linked together.
- The house use pine trees outside the house width of 10 inches.

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Detail of house receptions
- The size of house 4x6 meters, 2 receptions, 2 bathrooms, 1 unit.
- The size of house 3x4 meters, 1 reception, 1 bathroom, 1 unit.
- The house use pine trees outside the house width of 10 inches.
The main material of construction.
1. The home use iron and steel and iron C.
2. Roof tiles use Tri-ron
3. The walls outer use timber lid Chera.
4. The walls inside use smart board.
5. Ceiling hung at the bar.
6. The use of dry wood (old wood) reduces wood shrinkage.
7. The color protects water outside and inside.
8. Bathroom floor use tiles

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This price does not include.
Coarse sand 1 Q, Coal 1 Q, plaster 4 unit, sump cement 2 sumps with lid 1 unit
and including price for customers pay the extra 1500 Baht per house. The customer
should order it in advance one day prior to delivery and for quick installation.
*The price of knockdown home for massage is 570,000 Bath per unit. The price of
5 units is 2,850,000 Bath. The price of knockdown home for receptions have 1 unit is
530,000 Bath and the price for we pay the extra 1500 Baht per house. The price of 6
units is 9,000 Baht. The total of buildings is 3,389,000 baht
xlix
Cost of Internet and Telephone setting (free)
Follow form the promotion packages Net Cing 2 of TOT that entrance fee 1000
Baht, Free Set-up number 3,350 baht
l
Cost of Air conditioner setting
Air conditioner of company order from Sutee Air Service at Robwiang District,
Muang, Chiang Rai. Telephone number 085-330813. We order Air TASAKI wall, Power
savings number 5, wireless remote, compressor warranty 5 year, parts warranty 1 year. The
prices are inclusive of VAT 7%. The price includes shipping costs and installation costs and
free water pipes 4 meters.
We order size 1200 BTU. The price of air conditioner is 10,500 baths per unit. We
need air conditioner 13 unit. The total of air conditioner is 136,500 baht.

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Cost of Decoration
Blinds
Blinds of company order from Niung Blinds at Wiang District Mueang Chiang Rai,
Chiang Rai(near five separate) Telephone number 053-713336, 053-742151. The price
includes service or installation costs.
Detail of blinds
-
The size of blinds for receptions is wide 110× long 170 cm 7 units.
The size of blinds for massage is wide 110× long 220 cm 20 units.
The size of blinds for massage is wide 230× long 220cm 25 units.
The price of blinds
-
The blinds wide 110× long 170 cm. The price 400 baht per 1 unit. We need 7 units
the total is 2,800 baht.
The blinds wide 110× long 220 cm. The price 470 baht per 1 unit. We need 20 units
the total is 9,400 baht.
The blinds wide 230× long 220 cm. The price 940 baht per 1 unit. We need 25 units
the total is 23,500 baht.
Total price of blinds is 35,700 baht.
li

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Management analysis
Organization Management
Kasalong Thai Massage manages the business by Partner Firm Department, which is
located in Chiang Rai near Kok River for to establish the company. And we will have to pay
tax in form of corporate income tax.
Kasalong Thai Massage management can be divided into three areas: management of
the external image, internal management and customer management. As detailed below, the
image of external nature. Services are not tangible. Customers will pay only when consumers
believe that they have everything they need, so we will need to manage our external image.
The customer must confidence in the service. Such as, to decorate in store is clean and
comfortable. Training of employees certified to massage, the rates are clearly signposted, and
other. Management within the store management is important as small businesses or large.
Operators are needed. There is the store manager, financing, trainer massage and purchase
equipment.

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People in the organization
Kasalong Thai Massage has total of employee amount x people, and below is to
descript the characteristic and task of employee in each position.
1. General manager
Job qualification
1. Male / Female
2. Practice of the healing Act under the provisions of the aforementioned Act.
3. Thai nationality
4. Can use with best Microsoft Office such as Word, Excel
5. Have good management skill and good relationship
Job description
She/he can set up targeting of company, planning all of operating which follow target
of company, assigning work to employee appropriately, good communication inside
company, and can evaluation & improvement of all position in company. Besides, it is
include managing and payment salary of employee, supervise order of stock, and contact
suppler for order the product and negotiation about price.
2. Accountant
Job qualification
1. Male / Female, age at least 25 years old
2. Master or Bachelor's Degree of Business Administration, Accounting Major
3. Having leading skill and good coordinate skill
4. Have patience, enthusiasm, integrity and to be honest on work
Job description
Task of accountant is management and respond all of activities about finance,
account, record buy-sale, and order in-out of stock before send to manager for check against.

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3. Housekeeper
Job qualification
1. Female age at least 25 years old
2. Thai nationality
3. Well skill in cleaning
4. Well know and well experience how to use equipment and chemicals for cleaning.
5. Responsibility of duty
Job description
Task of house keeper respond about cleaning all of product in showroom and house
massage. Arranged and decorated locations to be organized. Maintain the cleaning front of
store area. Always clean when dirt. Always clean the toilet. Care cleans all area of store.
Police confer to customer.
4. Sales person
Job qualification
1. Women/men who high vocation certificate in Marketing Major.
2. More than 20 years old
3. Having experience more than 1 years
4. Good personality and communication
Job description
Task of Seller and assistant is take care and give true information about product, advice about
buy product, persuade, and explain to moderation of product with style of customer.

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5. Traditional Thai Massage Practitioner (certificate)
Job qualification
1. Women/men who aged 20-50 years
2. Strong personality, good health, modestly wrapped in the service.
3. There are certificate from institute of Thai Traditional Medicine.
4. Have experience in the field of massage.
6. Traditional Thai Massage Practitioner (The Art of the disease.)
Job qualification
1. Women/men who aged 20-50 years
2. Strong personality, good health, modestly wrapped in the service.
3. There is The Art of the disease from institute of Thai Traditional Medicine.
4. Have experience in the field of massage.
liv

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Internet and telephone expense
Our internet and telephone expense don’t change because our company use telephone
by TOT Include Internet 6MB.
Fire Insurance
Kasalong Thai Massage does fire insurance with Office of Insurance Commission
with limits protection is 1,000,000 baht and insurance rate is 3,600 per month. It is a fix cost.
Sri Ayudhya General Insurance is protecting everything in our company and protect for 3
years.
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Advertising costs
Kasalong Thai Massage will promote health center by ktdoilanradio of Chiang rai.
We hired a radio for 3000 baht per month and included the spots every hour.
lviii

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Risk is the quantifiable likelihood of loss or less-than-expected returns or situation
dissatisfaction which happen in the future and impact or operation weren’t successful the
objective and goal of organization (RMUTLL, 2009). Kasalong Thai massage will divide to
analysis into 2 factors as follows internal forces and External forces both operations financial
and administration strategy which may be positive affect by measured the impact got from
likelihood situation.
8.1.1 External Forces
Risk caused by external forces which Kasalong Thai massage can’t expect and can’t
control, so Kasalong Thai massage had a plan for protect the risk that may happen from
external factor and support the risk that Kasalong Thai massage will confront in the future for
the risk that happen from external factors as follows as:
1. Changing in Technology
Now the technology is rapidly changing which is the indirect risk to Kasalong
Thai massage, because part of Kasalong Thai massage this our business is a
traditional Thai massage use the chiropractor and massage alone. Do not use the
technology involved. The indirect will be in the queue for service system in of
massage.
2. Changing in Customer Need
The need of customer in the service of Kasalong Thai massage may change
the cause to different such as Massage oil. Body massage using oils extracted from
nature, a relaxing massage. A traditional Thai massage is healthy, which directly
affect the body and mind, Foot massage her feet, the balance in the body, allows the
system to circulate them. Moreover there are a lot of competitor’s businesses it is
choice for customer choose. In this cause are the direct risk to the business that may
occur which will affect to sales and revenue. From above the reasons is risk that
affects to changes the demand of buying behavior of customer. Kasalong Thai
massage must to risk management for consideration customer demand is important.

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So Kasalong Thai massage should using the Marketing strategy by our business have
to environment serving make customer good feel and relax cause is the Thai Lanna
style and ancient house, our business complete business in service and have
promotion for member customer to come always service.
3. Economic Condition
This economic problem is a big problem in Thailand. Its affect to the customer
population has decreased significantly. Investment in private is lower all over
investment in country and foreign country, public spending that reduced because of
lower revenues. So the people must be more carefully in spending its make the
purchase are decrease (Eureka, 2008). That problem are risk that affect to decrease
sales
From above the reasons, Kasalong Thai massage must manage risk by setting
the strategies are appropriate by promotes increase sales in during the festival,
handing out flyers, create a website and promote. Moreover Kasalong Thai massage
provide variety promotion for respond to all level of customer demand which has the
price a medium level for customers who want to use the service for customer decision
to use service. In not well economic period it’s make the customer satisfaction and
affect to increase sales. When variety service the customer can has more choice.
Moreover its can make the customer satisfaction and can attract a lot of customers.
When we creating these strength the competitor difficult to enter the market and later
can make high profit.
4. Competitive Condition
There are many entrepreneurs interested to open Thai massage that gives full
service in Chiang Rai. After that the Thai massage business becomes the business
which is very popular. Then the affects of Thai massage business is high competition.
Then, it makes more growth market and there are varieties of services that customers
can make decision for choosing. So, there is capacity in competitive condition in the
market. Then, there is cut pricing between competitions which it affects to market

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share. In this reason, it is risk that can affect to Kasalong Thai massage which it can
reduce sales.
From above reasons, Kasalong Thai massage must to determine strategy for
competing with competitors in the market by looking opportunity to build
differentiation in our services, prices, promotion for increase quality of services for
efficient. When there are varieties of services which the customers have more choices
for decision servicing. Therefore, it can make customer satisfaction and more
attractive customers. If Kasalong Thai massage is strength which the others
competitors is difficult to entry market, so Kasalong Thai massage can expand the
market which there are increase customers. Then, Market Share will improve which it
makes more profit.
5. The risk of fire
This business our Thai massage builds is ancient house. The wood used in
building. Have to the risk of fire, because our business have to the oil massage, As
well as fuel, Risk of fire, so our business is protected with the use of wood for the fire
risk to a minimum and our business make the fire insurance for stability of business
when having fire to company.
8.1.2 Internal risk
Internal forces are many causes that effect to driving and control the risk of business.
Employee management is emphasizing matter to control these risks within operating of
business internal risk as follows as:

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1. Human resources
Our clinic is a Thai massage that aim at the diseases preventing so the
satisfaction of customer is a driver of business to growth up. Hence, a satisfaction of
customer occur from they look we have the expert massage therapist that make the
trustworthiness to them. So if we lack this factor it's a risk to effect cause a loose of
benefit. Therefore, we have to prepare to fulfill in this affair through the massage
therapist recruitment so all massage therapist that we select to work in our clinic must
past the certificate of art therapy everyone.
2. Quality of service
There are many customers come to our health center which is more than kind
of performance can manage, so these might cause the problem of services and
customer satisfaction management and other of problems. When we have those
problems it's might to effect decrease the benefit and hang behind the competitors.
For example, some masseur tried or bored the job and works not the most of service
because we lack a quality in satisfaction of customer. This is internal risk that we have
to prepare to solve them. Hence, we always have to train all employees and massage
therapists to realize in the quality of service and satisfaction of customers for the
benefit of clinic and themselves. And increase the diligent for the employee that have
great job or work on over time.
3. Customer management
The vital thing that indicate that we have a risk that is the expression of
customers. So each customer have a social base that different so perhaps we might
lack a royalty customer it's not cause our company but occur from those customer by
economic change ,belief change, social change that cause some customers may don't
like to massage. So, these risk we might not to solve them in directly but we have to
prepare to solve them by indirectly is ask some comment from the customers might
from bring the issue directly in talking of all in day's work or comment box for always
update the satisfaction of customers.

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Risk management conclusion
Risk is the opportunity that Kasalong Thai Massage Company will get loss income
or the business can’t operate successful to target planning. Our company’s risks can divide to
2 parts. First is risk from external factor. Second is risk from internal factor. The external
factor risk is hard to predict and can not to control, such as economic risk, changing in
demand of customer risk and have competitor risk. The internal factor risk is we often to
confront in the organization, and it is the risk that we can control it, such as integrity risk, and
human resources risk. The last risk is financial risk, such as if our income have to reduce it is
directly to effect to our company’s income will also reduce too, in the sometime, if our
company expense increase, it will effect to our company’s payback period will have long
time. About interest rate is not more effect to our company, because it effect a little in our
income statement, so financial risk is important to our company. We must always to maintain
and control cost, in addition we should to development marketing strategy of company for
attracting more customers, that is to increase our company net income and our business can
continue to survive.

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Summary of project feasibility study
Today's the cultures of Thai massages are varying in each local, Thai massage is an
invaluable knowledge of the history and stories that are legendary for a long time. Massage or
medical massage is a therapeutic way. This is the treatment of certain diseases as well. The
disease can be treated with medication or injection drug use. Massage is a very important role
in the treatment. This can be seen that massage plays an important role in the treatment of
disease present. It is believed that the treatment has to start from the peer support within the
family, the treatment of self-help within the family and the skills and confidence. Massage
can help with your illness, the popular and reliable service from a career as a chiropractor.
The current situation of Thai massage is gaining wide popularity among both Thais
and foreigners. Thai massage has many schools, both public and private sectors such as Wat
Po School of Massage, School of Ayurveda, Institute of Technology and a chiropractor
Saitapikar School and private sector resources, especially during the economic crisis of the
country. Many people lose their jobs, Ministry of Health in collaboration with the Ministry of
Labour, Development of teaching massage, and The School of Thai Massage to the
unemployed. To study the self-employed in the primary, the alleviation of suffering when the
country was in crisis, to encourage institutions the course teaches Thai massage to the same
standard. The results show that a Thai massage can bring income to the country annually over
one billion baht.
Nature of industry is Thai Traditional massage is a valuable and indigenous body of
wisdom from our Thai ancestors. It was seen that Thai massage had an important role for
treatment from the past until now. It was believed that Thai massage was originated to cure
themselves within the family, for example, husband giving massage to his wife, children
giving massage to their parents and grandparents. They gave a massage by using parts of the
body such as elbows, knees and feet to self- massage, In addition, Thai-style exercise was
used to adjust anatomy by oneself easily. Due to the fact that they had the knowledge of
massage within the family, they could give a massage to neighbors. Finally the clients or
patients trusted that Thai massage was a popular, efficient and respectable way of curing, and
it became one of the most famous occupations.

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Situation of industry is Information from the public health of the Thai Traditional
Medical Services from 2003-2008 is divided into four sectors based on annual data broken
down by age group, gender, etiology, and the service you deserve.
Product and Service, Kasalong Thai massage has services two parts, including
treatment massage and foot massage. A treatment massage has price about 350 baht per hour,
and a foot massage has price about 250 baht per hour.
In term of marketing analysis, we provide are five factors, such as general
environment analysis, political factor, economic factor, socio-cultural factor, and
technological factor.
Competitor, we divide two group competitor of Kasalong Thai massages are direct
competitor and indirect competitor. Direct competitor comprise of School of Traditional and
Alternative Medicine at Chiang Rai Rajabhat University, Mae Fah Luang University
Hospital, Chiang Rai Prachanukroh hospital. Indirect competitor comprise of Ausapron Thai
Massages, Aumpron Thai Massages, Wangcom massage.
Sale forecast of Kasalong Thai massage in five year, the first year Kasalong Thai
massage get total revenue 8,949,000 baht per year, second year get total revenue 11,894,000
baht per year, third year get total revenue 14,807,500 baht per year, fourth year get total
revenue 14,760,000 baht per year, fifth year get 14,915,000 bath per year.
Marketing Expenses are beverages and advertisement. Beverage, we will arrange
some herbals for customers such as pandan juice, ginger, and tea. Advertisement, the
Kasalong Thai Massage is advertised on its own website and brochure and gift for welcome
the customers at the store.
In term of investment cost, we provide in following:
1. Product: treatment massage service and foot massage service.
2. Location: land and building cost.
3. Pattern inside of health center cost: house reception and house massage.
4. Cost of Machine Tools and Equipment.
5. Cost of internet and telephone.
The operation cost for a massage, we provide two raw materials are Thai herb ball,
and Original foot cream.

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Management analysis, we provide employment in following:
1. General manager
2. Accountant
3. House keeper
4. Sale person
5. Thai traditional massage practitioner(certificate)
6. Traditional Thai Massage Practitioner (The Art of the disease.)
Administration cost, we divide administration in following:
1. Employee salary
2.
3.
4.
5.
6.
Stationary expense
Electricity expense
Water expense
Internet and telephone expense
Fire Insurance.
In term of finance analysis, Kasalong Thai massage has profit all year and every year.
In term of risk management, we analysis are two force, including external force and
internal force.
External forces include:

Changing in Technology - Now the technology is rapidly changing which is the
indirect risk to Kasalong Thai massage, because part of Kasalong Thai massage this
business is a traditional Thai massage use the chiropractor and massage alone.

Changing in Customer Need - The need of customer in the service of Kasalong Thai
massage may change the cause to different such as Massage oil. Body massage using
oils extracted from nature, a relaxing massage.

Economic Condition - This economic problem is a big problem in Thailand. Its affect
to the customer population has decreased significantly.

Competitive Condition - There are many entrepreneurs interested to open Thai
massage that gives full service in Chiang Rai. After that the Thai massage business
becomes the business which is very popular.

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
The risk of fire - This business our Thai massage builds is ancient house. The wood
used in building. Have to the risk of fire, because our business has to the oil massage,
as well as fuel.
Internal forces include:

Human resources - Our clinic is a Thai massage that aim at the diseases preventing so
the satisfaction of customer is a driver of business to growth up. Hence, a satisfaction
of customer occur from they look we have the expert massage therapist that make the
trustworthiness to them.

Quality of service - There are many customers come to our health center which is
more than kind of performance can manage, so these might cause the problem.

Customer management - The vital thing that indicate that we have a risk that is the
expression of customers. So each customer have a social base that different so
perhaps we might lack a royalty customer it's not cause our company but occur from
those customer by economic change ,belief change, and social change.
These information are collected in report for analysis all part of the Kasalong Thai massage
health center.